The three sources that best discriminate adoption behavior of irrigators are private agricultural consulting firms, university research stations and trade magazines.
James F. Evans Collection, An Ohio State University survey indicates that average producers are being slow to take advantage of the information explosion in agriculture. But operators with over 600 acres tend to be more receptive to new information sources. Survey findings show farmers gave the lowest rating to computerized sources of marketing information. Other low ratings were given to brokerage firms and marketing consultant services. Farmers gave highest ratings to the less timely and less complete information of local market reports, such as from radio, local elevators, and farm magazines. The sources of information the farmers rated highest did not allow for two-way communication.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 116 Document Number: C11767
Notes:
Francis C. Byrnes Collection, Section D. Proceedings of the 13th annual conference of the Association for International Agricultural and Extension Education, Arlington, Virginia, April 3-5, 1997.
